The hamburgers that create 'vice' land in Madrid

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At number 9, Calle Divino Pastor de Malasaña, they have been rushing the hours for days so that everything is ready.

While the ketchup and mustard arrived, they checked the packaging and in the kitchen they put the final touches on the menu, some absent-minded neighbor attracted by the name,

, asked curiously: "What do you sell here?"

"Here we make hamburgers," Aleix Puig, 29, answers at the door.

He arrived from Barcelona a few hours ago. "I've been living on the AVE lately", says the MasterChef 7 winner naturally. There he opened his hamburger business a little over a year ago, which gives 12,000 orders a week, and today he opens delivery in Madrid with two stores. "We started in a six-person garage and today I have a team of 120." In front of an orange juice and temporarily without a mobile - he has lost it and does not stress too much about it - he reveals how he has turned his brand into an object of desire. "

" says sharply who confesses himself "the most ambitious person in the world." The son of fishmongers, he dropped out of school to help his mother when he was a kid. "In my head I have always had the idea of ​​undertaking, of setting up something of my own."

The triumph of MasterChef provided him with "a window of light" that he had to take advantage of, although his time in the contest did not make him lose his head.

"I guess winning is a matter of work and trying to be who you are at all times."

Beyond that, he was clear that his place was not in a gastronomic restaurant.

"

. Being one is very complicated and involves many things."

His idea was more oriented "to create a brand with food in between."

Aleix Puig, a few days ago, at Divino Pastor de Vicio.

The first project he wanted to put together in the summer of 2020 was a full-blown failure. "I gave myself a big host.

." He does not throw balls out at any time. "It was not well defined, the prices were inappropriate, I did not rely on social networks ... I sinned as a rookie and thought this was easy." He organized the family and friends to take the pulse of that first Vice and there he stayed. "I spent the summer rethinking everything. I stayed with the brand and started from scratch." In October, he launched delivery in Barcelona with his partner Oriol de Pablo. "Ours is a democratic hamburger, available to everyone. We offer high quality,we serve it as quickly as possible and with a neat image with a rebellious and

"He sums up."

. "They had to design their own software to be able to organize and supply all the demand.

Through the networks they began to make noise a few months ago announcing their landing in Madrid. "We bet on classic and simple hamburgers. Good meat, with a more toasted and somewhat smoky flavor and brioche bread. And it is important that it does not spill at the first bite." It boasts the American maxim that a hamburger has to be eaten in seven bites. "I want people to think about Vice when they want a good hamburger. We want to create community with people." Assume and learn from failures every day. "The pace is frenetic and we all fail.

."

In 2021 Vice had a turnover of four million;

.

He does not believe in luck "simply" and ensures that he does not move only for money.

"

."

In his speech, common terms from any business school master's degree slip through: "It's about everything I've read, but I'm self-taught," he laughs.

The landing in the capital is taken as a great challenge.

"Madrid will give us everything or it will take everything from us."

VICE

.

Available at Glovo.

Average price: 15 euros.

It has six meat burgers, one chicken and two vegan.

According to the criteria of The Trust Project

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